May/June 2023 - 12

COVER STORY
The
survey
shows...
Inflation, competition factor
in setting farm market prices
Buckland Farm Market, Warrenton, Virginia. Photo: Debbie Eisele
BY DOUG OHLEMEIER
ASSISTANT EDITOR
F
arm costs, inflation and competitors' strategies
influence how farm markets across the U.S.
price their commodities and food items.
This year's Fruit Growers News Farm Market
Pricing Survey shows what leading farm marketers
across the U.S. are charging for fruits, vegetables and
other food.
More than 180 marketers from 34 states
participated, with most participants from Michigan
(19%), Pennsylvania (13%), New York (8%), Ohio and
Illinois (7% each).
Similar to the most recent farm market pricing
survey (2019), conventionally grown, already picked
items was the leading category, garnering 57% of
sales. Conventionally grown pick-your-own was 28%
with organic already picked at 11%.
Competition check
For most farm market managers, determining
prices involves visiting competing area markets and
grocery stores, viewing wholesale prices online and
customer conversations.
" We watch other markets, wholesale prices and
12 | MAY/JUNE 2023
if we get it earlier than our competitors! Plus cost
inputs, " said an Ohio market owner.
" We stay in the neighborhood of competition, but we
have been doing this for 20 years and have a pretty
good idea what we need, " said a Pennsylvania market.
" Inflation has made it more difficult as expenses have
changed more quickly. "
A Midwest farm market and CSA coordinates
with other area growers to " reach a general pricing
consensus to avoid undercutting other businesses on
the same commodity. "
Input costs, especially H-2A labor, were the biggest
factors for others.
" Generally, we try to stay at the same price for 2-3
years and then go up. Lately, we have to factor this
in more often as staffing, fuel, fertilizers, packaging,
etc., have all skyrocketed, " said another.
The real deal
Brian Moyer, education program associate with
Penn State Extension and founder/director of PA Farm
Markets, noticed a substantial number of respondents
base their prices on supermarket pricing.
" I understand why some folks do it, " Moyer said.
" They are viewed as competition. To a certain extent,
they are. "

May/June 2023

Table of Contents for the Digital Edition of May/June 2023

Editor's Letter
Feature: Exiting the wholesale market
Weather Update: Extreme weather challenges
Cover Story: The survey shows…
Cover Story: Farm market pricing guide
CA Storage: Taking control
Plant & Soil Health: Steam controls weeds, pathogens
Food Safety: Ionized gas used for food safety
Technology: Precision agriculture
Farm Market & Agritourism: Seven takeaways from benchmark market survey
Ag Labor Review
Classifieds
Ad Index
May/June 2023 - 1
May/June 2023 - 2
May/June 2023 - 3
May/June 2023 - Editor's Letter
May/June 2023 - 5
May/June 2023 - Feature: Exiting the wholesale market
May/June 2023 - 7
May/June 2023 - Weather Update: Extreme weather challenges
May/June 2023 - 9
May/June 2023 - 10
May/June 2023 - 11
May/June 2023 - Cover Story: The survey shows…
May/June 2023 - 13
May/June 2023 - 14
May/June 2023 - 15
May/June 2023 - Cover Story: Farm market pricing guide
May/June 2023 - 17
May/June 2023 - CA Storage: Taking control
May/June 2023 - 19
May/June 2023 - 20
May/June 2023 - 21
May/June 2023 - Plant & Soil Health: Steam controls weeds, pathogens
May/June 2023 - 23
May/June 2023 - Food Safety: Ionized gas used for food safety
May/June 2023 - 25
May/June 2023 - 26
May/June 2023 - 27
May/June 2023 - Technology: Precision agriculture
May/June 2023 - 29
May/June 2023 - Farm Market & Agritourism: Seven takeaways from benchmark market survey
May/June 2023 - 31
May/June 2023 - Ag Labor Review
May/June 2023 - Classifieds
May/June 2023 - Ad Index
May/June 2023 - 35
May/June 2023 - 36
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